The Postal Service issued its first LOVE stamp in 1973. Initially called a “Special Stamp for Someone Special,” and sold 300 million. The Postal Service issued its second Love stamp in 1982, and new stamps have been added to the series most years since. The 1997 LOVE stamp was designed by Marvin Mattelson. This stamp was the first LOVE design not to feature the actual word somewhere in the art; the design team felt that the swans’ heart-shaped necks radiated love.